And now he's offering a chance for others to step into his shoes for the day as he throws down the gauntlet to men everywhere - persuade him you are a king!
The challenge comes to coincide with the launch of his new fragrance, I Am King, from £35, which is claimed to "make the ultimate statement for today's ambitious go-getter: here I am, in all my glory. Smell the power. Feel the success…".
It's a fresh fruity woody scent, combining clean notes with sensual fruits and warm skin nuances and has been developed to be "exotically intense". Key notes include tangerine zest, orange and cranberry, with a cooling Mediterranean water accord "to bring to life the sea that surrounds the Cote d'Azur", where the man otherwise known as P Diddy often plays. These blend into a heart of lemon creme, then soften into labdanum, cedarwood, white moss and sandalwood.
The ad campaign features Bar Rafaeli and Ana Paula. But it's the accompanying challenge that's of most interest: persuade Sean John Combs that you are a king and he will give you a taste of how it feels to live like royalty.
The three winners of the competition will receive a business class airfare to New York, deluxe hotel accommodation, local transport, a $500 shopping trip to the Sean John flagship store, dinner and an evening out at a New York nightclub.
The trip will also include a tour of the offices of Bad Boy Entertainment and the gift of an I Am King limited-edition Lucite box. For details of how to enter, watch the announcement video at http://uk.youtube.com/watch?v=39C6CVveH-E.
The fragrance is available now from Debenhams, then in shops nationwide from January 19, 2008.